Taiwan Tourism Charts a New Course for Growth

International

A three-pillar strategy—local immersion, digital innovation, and international promotion—sets the direction for the industry’s next phase

In Matsu, the new “Island Pilgrimage” initiative showcases how mindful travel can support communities and protect cultural heritage.

As global tourism continues its recovery, Taiwan is redefining how the sector can grow sustainably and competitively. The Tourism Administration of the Ministry of Transportation and Communications (MOTC) has unveiled a roadmap built around three priorities: strengthening local immersion, accelerating digital transformation, and expanding international outreach. The goal is to empower local communities through tourism while preserving cultural identity and fostering a resilient regional economy.

Matsu’s “Island Pilgrimage”: a model for mindful travel

Within this broader strategy, the Matsu National Scenic Area Administration has launched “Island Pilgrimage: A Slow Travel Trek Through Matsu,” a programme that blends environmental stewardship with community-led cultural experiences. The initiative encourages visitors to explore the archipelago—Nangan, Beigan, Juguang and Dongyin—on foot, revealing its layered history and dramatic coastal landscapes. Situated off Taiwan’s northwest coast near China’s Fujian province, the islands offer a distinctive mix of heritage sites and natural scenery.

Since its debut in August, the project has hosted guided walks on Nangan, Beigan and Juguang. Public figures including TV hosts Xie Zheqing and Duan Huilin, as well as South Korean cheerleader Lee Ho-Jong, have joined selected routes, sharing their impressions of the islands’ culture and nature. In September, a travel agency affiliated with La New Group introduced a five-day walking itinerary, further encouraging low-carbon travel and signalling a shift toward sustainable tourism products.

Supporting local transformation through slow travel

“Matsu offers a rare blend of natural and historical assets, making it an ideal place to promote responsible tourism and preserve its cultural heritage,” said Hong Zhiguang, Director of the Matsu National Scenic Area Administration. He emphasised that walking-based travel helps drive tourism transformation while enabling deeper connections between visitors and the islands.

Looking ahead, the Administration will expand the “Island Pilgrimage” initiative with cross-island routes and stamp-collecting activities, positioning Matsu as one of Taiwan’s signature destinations for walking holidays.